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In 2015 Fujifilm developed the FUJINON UA series, the world’s first 4K zoom lenses for use in broadcasting, spurring the adoption of this new standard. This product series has helped lead to the establishment of television stations that broadcast exclusively in 4K and plans for 4K recording of the upcoming 2016 Summer Olympics in Rio de Janeiro. Behind this major advance in television image quality lies a Fujifilm product strategy that sweeps away conventional wisdom about what a lens can or cannot be. More: